Hindustan Unilever Limited Product Report docx

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On
MARKET STRATAGIES OF
HINDUSTAN UNILEVER LIMITED SURVEY
REPORT ON SELECTED PRODUCTS
SUBMITTED TO
JAMIA MILLIA ISLAMIA, DELHI
In partial fulfilment of the requirements for the award of the degree of
BACHELOR OF BUSINESS STUDIES (HONS)
Paper Code – 405
Submitted by:
HASSAN SAEED
ROLL NO: 15BBA1011
ENROLLMENT NO: 15-1011
Under the Supervision of
Dr. D.K. DHUSIA
DEPARTMENT OF COMMERCE AND BUSINESS STUDIES
JAMIA MILIA ISLAMIA,
DELHI
(April, 2017)

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Table of content
Sl. No Content Page no
1. Introduction. 5-6
2. Executive Summary. 8-9
3. Objective and Methodology. 10-11
4. SWOT Analysis. 12-13
5. Competitors Analysis. 14-16
6. Competition in the FMCG Market and
comparison with ITC.
17-20
7. Marketing Strategies of HindustanUnileverLimited. 21-24
8. Product Line. 25-33
9. Detailed Study on some of the HUL products. 34-39
10. CSR ‘Project Shakti’ 40-41
11. Principles. 42
12. Our Vision. 43-44
13. Our Leadership. 45-50
14. Suggestion and Recommendation. 51-52
15. Conclusion. 53
16. Annexure. 54-58
17. Bibliography. 59

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ACKNOWLEDGEMENT
A lot of effort has gone into this training report. My thanks are due to people with whom I have
been closely associated. I would like to thank all those who have contributed in completing this
project. First, I would like to send my sincere thanks to Dr. D.K. Dhusia for his helpful hand in
the completion of my project.
The completion of this report is a milestone in my life of as student and is execution is inevitable
without the co-operation of a project guide. I wish to vent a deep sense of gratitude to Prof. A.
Aziz Ansari Head of the Department of Commerce and Business studies & Faculty JMI who gave
me a support to prove my worth and for his kind attention. I also pay him a vote of thanks for his
encouragement; to ultimately made it success. I also can’t forget to pay my deep regards to Dr.
Sabiha Khan, Dr. Arshia Hussain, Ms. Gauhar Fatima, Ms. Tuba Noman, Ms. Shabana
Bano, Ms. Nahid Darakshan Faculty of Jamia Millia Islamia.
I would like to thank my beloved Family Anas Saeed, & Friends Tabish Jamal for providing me
support, as and when required, without which this project would not have completed on time. Their
trust and patience is now coming out in form of this thesis.
It is my proud privilege to express my deep sense of gratitude and appreciation to my parents and
siblings for their support and cooperation during this report either directly or indirectly involved
in this with their valuable contribution.
I perceive as this opportunity as a big milestone in my career development.
HASSAN SAEED.
BBS IV SEM’
DEPT OF COMMERCE & BUSINESS STUDIES.
JAMIA MILLIA ISLAMIA.

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INTRODUCTION
Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan Lever Limited, is
INDIA’s largest consumer products company and was formed in 1933 as Lever Brothers India
Limited. It is currently headquartered in Mumbai, India and its 18,000 employees till (2016) are
headed by Harish Manwani, and has an annual turnover of INR - 31,425 crores the non-executive
chairman of the board. HUL is the market leader in Indian products such as tea, soaps, detergents,
as its products have become daily household name in India. The Anglo-Dutch company Unilever
owns a majority stake in Hindustan Unilever Limited.
The company was renamed in late June 2007 as "Hindustan Unilever Limited".
Some of its brands include Kwality Wall's ice cream, Lifebuoy, Lux, Breeze, Liril, Rexona,
Hamam, Moti soaps, Pureit Water Purifier, Lipton tea, Brooke Bond tea, Bru Coffee, Pepsodent
and Close Up toothpaste and brushes, and Surf, Rin and Wheel laundry detergents, Kissan
squashes and jams, Annapurna salt and Atta, Pond's talc, & creams, Vaseline lotions, Fair &
Lovely creams, Lakme beauty products, Clinic Plus, Clinic All Clear, Sunsilk and Dove shampoos,
Vim dish wash, Ala bleach and Domex-disinfectant, Rexona, Modern Bread and Axe Deospray.
HUL has produced many business leaders for corporate India. It is referred to as a ‘CEO Factory'
in the Indian press for the same reasons. It’s leadership building potential was recognized when it
was ranked 4th in the Hewitt Global Leadership Survey 2007 with only GE, P&G and Nokia
ranking ahead of HUL in the ability to produce leaders with such regularity.
Today, HUL is one of India’s largest exporters of branded Fast Moving Consumer Goods. It has
been recognized by the Government of India as a Golden Super Stat Trading House.

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Over time HUL has developed into a viable & competitive sourcing base for Unilever worldwide
in Home and Personal Care & Foods & Beverages category of products. HUL is also a global
marketing arm for select licensed Unilever brands and works on building categories with core
country advantage such as branded basmati rice.
HUL Exports offers high level of service with flexibility and responsiveness thorough out the
supply chain. It has a dedicated organization structure to support this endeavor and this has helped
in growth of these businesses. Intrinsic cost competitiveness in the end to end Supply chain with
appropriate technology and competitive capital investment operations while delivering best in
class quality enables HUL to position itself as a key sourcing hub for Unilever and become a
preferred partner for Global customers in categories we operate.
HUL’s key focus in the exports business is on two broad categories. It is a sourcing base for
Unilever brands in Home & Personal Care (HPC) and Food and Beverages (F&B) for supplies to
other Unilever companies. It also focuses on becoming a preferred supplier to both non-Unilever
and Unilever clients in three categories in which India, as a country, has competitive advantage –
Branded Rice, Marine Products and Castor and its Derivatives. HUL enjoys international
recognition within Unilever and outside for its quality, reliability and speed of customer-service.
HUL's Exports geography comprises, at present, countries in Europe, Asia, Middle East, Africa,
Australia, and North America etc.

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 HUL’s products touches two out of three Indian everyday
 Reach 80% Households
 Direct Coverage of 1 million outlets
 2000 Suppliers and Associates
 71 Manufacturing locations
 18000 Employees
 1500 managers
 Shelf availability 84% outlets in India

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EXECUTIVE SUMMARY
Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch company –Unilever. Both
Unilever and HUL have established themselves well in the Fast-Moving Consumer Goods
(FMCG) category. In India, the company offers many households brands like, Dove,
Lux, Pepsodent, Ponds, Rexona, Lifebouy, Sunsilk, Surf, Vaseline etc. Some of its efforts
were also rewarded when four of HUL brands found place in the ‘Top 10 brands’ list for the year
2008 published in The Economic Times.
Unilever was a result of the merger between the Dutch margarine company, Margarine Unie, and
the British soap-maker, Lever Brothers, way back in 1930. For 70 years, Unilever was the
undisputed market leader but now faces tough competition from Proctor & Gamble and Colgate-
Palmolive.
HUL is also known for its strong distribution network in India. To further strengthen its
distribution in the rural areas and to empower the local women, HUL launched a project Shakti in
2000 in a district in Andhra Pradesh. The idea behind this project was to create women
entrepreneurs and provide them with micro-credit and training in enterprise management, which
would enable them to create self-help groups and become direct-to-home distributors of HUL
products. Today Shakti is present across 80,000 villages in 15 states and is helping many
underprivileged women earn their livelihood.
As the per capita income of India increasing along with the Indian population. So, the future for
the FMCG Companies is bright. To analysis the past performance & the future demand of HUL,
FMCG products we have considered following points:

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 We have a listed the different FMCG product lines of HUL. We have done competitor’s
analysis in which the market share of top FMCG companies are analayised & the market
share of HUL’S different categories product are analayised with comparison to its
competitors.
 Then we have done SWOT analysis to know the threat & opportunities of HUL in present
market.
 Then performance analysis is made by taking 10year financial data from 1998-2007. The
profit & sales growth is analysed.
 Then the future opportunities for FMCG products are taken into consideration by analyzing
the increased per-capita income & increased disposable income to forecast the future
demand of HUL.

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OBJECTIVES AND METHODOLOGY
OBJECTIVE
 Primary objective
 To find the past sale growth and demand analysis
 Secondary Objective
Market structure analysis
 SWOT analysis
 Competitor analysis
 Performance evaluation
OBJECTIVE STUDY
The main objective of this project is to find, what are the steps Hindustan Unilever Ltd is adapting
to be market leader and to differentiate itself from its competitors.
 What is the steps company is utilizing to find
current trend in the market are as follows;
 To study various brands of HUL.
 To study the competitive brands in the market of, home
care products, food brands, personal care products.

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 To find the market share of the HUL brands and its
competitive brands.
 To determine the key areas of strength and weakness for
HUL brands to develop a promotion plan for brand
communication of the HUL.
 To study various marketing strategies of HUL.
Methodology
In this project, we have followed descriptive method of study.
Research instrument
Here project analysis is made by collecting secondary data from different websites, journals, etc.
 Secondary data are pre-published and research data collected from different websites,
journals, newspapers, company research papers.
 These documents and data are very useful for the theoretical, conceptual and organizational
background analysis.
 Detailed analysis of data’s is made by plotting different graphs and tables which can be easily
understandable.
 Then by observing these graphs we have made our conclusions and
recommendations.

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SWOT ANALYSIS
STRENGTH
 Variety of products.
 Distribution Network.
 Brand image.
 Quality Management.
 Innovation and R&D strength.
WEAKNESS
 Not able to compete with local competitor in the rural market.
 Not focus on upper class population.
 Pricing policy is not good.
OPPORTUNITIES
 Huge Market.
 Increasing per capital income.
 Increasing consumption pattern.
 Potential for making more impact of brand image.
 Coming in technology e.g. Water purifiers.

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THREATS
 From High Class Competitor.
 Proctor & Gamble. (P&G)
 Pantene.
 Dabur.
 Babool.
 Dabur lal Dent Manjan.
 Reckitt Benckiser.
 Dettol.
 Palmolive.
 Colgate, Nirma.

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COMPETITORS ANALYSIS
Per the market survey done by BUSINESS TODAY the top 10 companies of FMCG sector are
given below.
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
3. Nestlé India
4. GCMMF (AMUL)
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries
THE COMPARATIVE DATA OF % MARKET SHARE OF HUL AND ITS
COMPETITOR.
HUL is enjoying the leader position in the market and is having highest market shares which are
followed by the market challengers like Dabur India Ltd, Nestle India Ltd, and IT
LTD, ETC. In different categories of FMCG products like shampoo, skincare, deo, jams, coffee,
etc.
In some category, these market challengers are giving high level competition in different product
lines such as ketchup and toothpaste (As shown in the graph below).

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Above graph showing the two categories of products in which HUL percentage market share is
less than its competitor.
So, we can see that in overall FMCG business HUL is distantly ahead of rest of the companies as
far as market share of different products are concerned.
30
24.5
47.9
27.6
0
10
20
30
40
50
60
TOOTH PASTE KETCHUP
HUL(Market share%)
COMPETITOR(Market share%)

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In the above pie chart, we see the position of various FMCG companies doing business in India.
We can see that HUL is enjoying the position of market leader and is followed by ITC as close
second in the market share of FMCG products.
HUL
34%
ITC
29%
NESTLE
8%
BRITANNIA
6%
DABUR
4%
OTHERS
19%
MARKET SHARE OF FMCG COMPANIES IN INDIA

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Competition in The FMCG Market and
Comparison with ITC
Here competitive strategy varies from sector to sector and company to company. Thus, it is not
easy to predict a single or to find a single strategy for the whole sector. When we come on to
FMCG Sector main strategies lay behind market strategies, cost, and quality strategies. Here in
this report you are going to get information about such type of strategies of FMCG giants.
Competitive Strategies and Comparison with ITC
Hindustan Unilever Ltd.
This Company is known as Hindustan Lever Ltd. This is India's largest FMCG sector company
with all type of household products available with it. It has Home & Personal Care products, and
food and Water Purifier available with it. Per Brand Equity, HUL has largest no of brands in most
trusted brands list 16 of HUL's brands featured.
 Its products are: Annapurna; Ayush; Axe; Breeze; Bru; Brooke bond; Clinic; Dove; Fair &
Lovely; Hamam; Liril; Lux; Pears; Ponds; Pepsodent; Pureit; Rexona; Rin; Sunlight; Surf
excel; Vaseline; Wheel.
 ITC Limited
 This Company is known as Imperial Tobacco Company of India Ltd. It is Currently headed
by Sanjiv Puri CEO and Executive Director Head Company mainly operates in the industry
like Tobacco, Foods, Hotels, Stationary and Greeting Cards with the major products
constitutes Cigarettes, packed foods, hotels, and apparels.

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For the entire year ending Mar-2016 the turnover of company has Gross Revenue crosses Rs.
50000 crores during the year. Excluding Agri-commodity exports, Gross Revenue up 6.4% over
the previous year. Pre-tax profit for the year up 6.9%
 Overall Strategy:
HUL always believes in customer friendly products with major emphasis on low cost overall
without compromising on the quality of the product. They are leveraging the capabilities and scale
of the parent company and focusing on the value of execution. The entire product portfolio is also
being tweaked to include premium offerings such as Pond's Age Miracle and dove shampoo in
skin and hair care. HUL introduced Project Shakti to penetrate the rural market.

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 Analysis of Both Companies
HUL & ITC are major companies in FMCG market in India. When we compare both companies
based on their strategies i.e. their competitive strategies in the present market. When we look at
the present segment breakup for both companies then we came to know that their different products
vary too much in the market
Now let us take a comparative analysis of both the companies under some heads:
 HUL
Hindustan Unilever (HUL) is the largest pure-play FMCG Company in the country and has one of
the widest portfolio of products sold via a strong distribution channel. It owns and markets some
of the most popular brands in the country across various categories, including soaps, detergents,
shampoos, tea and face creams.
 ITC
ITC is not a pure-play FMCG company, since Cigarettes is its primary business. It is diversifying
into non-tobacco. FMCG segments like Foods, Personal Care, Paper Products, Hotels and Agri-
Business to reduce its exposure to cigarettes.

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TC is focusing on delivering value at competitive prices. Its tremendous reach through extensive
distribution chain has been a competitive advantage. Additionally, the company's e-choupal model
for direct procurement is well known under which ITC partners with over 100,000 farmers for
spices and wheat procurement and an even larger number for oilseeds. This kind of rural pedigree
is hard to beat.
 Growth Drivers
 HUL has been launching new products and brand extensions, with investments being made
towards brand-building and increasing its market share. HUL is also streamlining its various
business operations, in line with the ‘One Unilever' philosophy adopted by the Unilever
group worldwide. Introduction of premium products and addition of new consumers via
market expansion will be HUL's growth drivers.
 ITC’s backward integration to ensure that its products pass efficiently from the farms to
consumers has helped it to cut down supply and procurement costs. ITC's non-cigarette
FMCG business leverages the large distribution network the company has developed by
selling cigarettes over the years. A rich product mix, along with ramp-up of investments in
its new sectors, will be instrumental in charting ITC's growth path.

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MARKETING STRATEGYOF HINDUSTAN
UNILEVER LIMITED
1. HUL’S NEW GROWTH STRATEGY;
After having fought a bitter price battle for market share with its rivals, Hindustan Unilever Ltd
(HUL), Indian subsidiary of the Anglo- Dutch consumer goods company Unilever Plc, is now
working on a new growth strategy for its laundry business. Price cut or hike is not a long-term
growth strategy. Pricing, in fact, is now passé insists Sudhanshu Vats, category head, home care.
Our strategy for growth, now is focused on product innovation, new consumer and retail trends
and aggressive marketing and promotions, he said. This comes even as Unilever is scouting for a
potential buyer for its laundry business in the US. HUL says it is quite upbeat about the segment
and says the laundry segment is one of its key growth areas. We have done key innovations across
the product portfolio and it is working for us, says Vats. We successfully migrated from Rin
Supreme to Surf Excel and Wheel Smart Srimati²which was rolled out in 2006 is also on the right
track.
 Wheel, a value brand that, Per Vats contributes around
50% of HUL’s laundry segment revenues, increased its
market share by 2 percentage points in the same period,
with a total share of about 18%.
 HUL doesn’t report its laundry revenues separately but
puts them under the soaps and detergent category
Laundry has been an attractive segment in the past and is likely to keep growing soon. The
recent price war between companies led to erosion in their profitability but now, the industry is
stabilizing, says Unmesh Sharma, an analyst at Macquarie Securities here.

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2. SUSTAINABILITY STRATEGY
We have a long-standing set of values and principles that guides our Behaviour. These values
underpin our approach to sustainability. We have always been a business driven by a strong set of
values. Today those values are as important as ever. We now know that the well-being of society
and the environment is critical to our ability to grow.
Our Sustainability strategy Unilever’s vision is to double the size of its business while reducing
the overall impact on environment. This new vision recognizes that the world is
changing, populations are growing and the rise in incomes is fueling a growth in the demand for
consumer products. Products like ours rely on an increasingly constrained set of natural resources,
whether it is fuel, water, or other raw materials. In Hindustan Unilever, Limited (HUL), the
principle of Corporate Responsibility(CR) is an integral part of our commitment to all our
stakeholders ± consumers, customers, employees, the environment and the society that we operate
in.
 Growing market responsibility.
 Ensuring sustainable practice in our operation.
 Building a good reputation through responsible leadership.
3. GOVERNANCE
We aim to have strong governance structures in place to manage our social and environmental
responsibilities carefully and thoughtfully. Corporate Responsibility at HUL is led by the CEO
and the Management Committee (MC) of the company. The MC governs the sustainability strategy
with a view of key strategic approaches and seeks reports on impacts and efforts against clear
targets. Each of the nine cells (in the diagram shown in Sustainability strategy section) is owned
by an MC member. For the execution of the strategy there is a team of 12 Sustainability Governing

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Council (SGC) members based on their respective functions. Sustainability Governing Council the
Sustainability Governing Council is responsible for:
 Recommending sustainability priorities for approval by
the MC and monitoring its progress
 Recommending HUL's positions on critical issues for
approval by MC.
 Receiving stakeholder feedback the role of the SGC is
formalized, with a clear mandate and terms of reference
outlining its mission, purpose, membership, meeting
schedule, and reporting systems.
4. COMPETATIVE STRATEGY
As Competition Heats Up, India’s Top Consumer-Products Company Woos Affluent Shoppers
with Global Brands Like Dove, While Cooking Up Its Foods Biz The middle-aged Briton strolling
the aisles and checking out the products doesn’t attract much notice from other shoppers in
Mumbai’s Hyper-city, the India hypermarket chain. That’s how Douglas Baillie likes it. Baillie,
the managing director of Hindustan Unilever, India’s premier consumer-products company, wants
to see how his products are stocked, what consumers are buying, and how shoppers are reacting to
competitive brands. It’s primary market research at its most elemental, and it’s best done incognito.
Hindustan Unilever has traditionally relied on small traders and mom-and-pop corner stores to
retail its products. But India’s recent retail boom has created large stores and malls, so the company
wants to make sure it’s in with the new marketing crowd. Hence Baillie’s Hyper-city visits, and
the calls he makes on the headquarters of the big retail chains. This is quite a change for Hindustan
Unilever, whose executives used to have emissaries make obeisance at Lever house in downtown
Mumbai.

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I can’t imagine any head from Lever House ever visiting other company offices like this, says an
amazed Damodar Mall, chief executive of innovation and incubation at Pantaloon Retail, India’s
largest retailer and a former manager at Hindustan Unilever
5. OTHER STRATEGY
 Grow ahead of market by leading market development
activities.
 leverage positive impact of growing Indian economy on
consumer spending.
 Grow a profitable foods and top end business.
 Grow the bottom-line ahead of top line. Strong
commitment to sustainable development.

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PRODUCT LINE
The latest launches for Hindustan Unilever include: Knorr Chinese Noodles, Schezwan and Hot
& Spicy, Lakme Absolute Sculpt Range, Lakme Lip Love, Magnum Choco Cappuccino and Axe
Gold Temptation.
Its brands include:
 Food brands:
 Annapurna salt and Atta
 Bru coffee
 Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea
 Kissan squashes, ketchups, juices and jams
 Lipton tea
 Knorr soups & meal makers and soupy noodles
 Kwality Wall's frozen dessert
 Modern Bread, ready to eat chapattis and other bakery items (now sold to Ever stone Capital)
 Magnum (ice cream)

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 KISSAN:
Introduced primarily for British settlers in India, Kissan has been present in India since 1935. Over
time, Kissan evolved to become the first ever fruit and vegetable brand in the country. From there
onwards, the journey has been focusing primarily on real ingredients, fresh vegetables and fruits.
Till date, this is the backbone supporting the brand.
 Its Products are;
 Ketchups
 Jam
 Squash

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 KNORR ‘Easy to cook’
Whether you’re serving Indian, Chinese or Italian for dinner, our Easy to Cook product range has
a spectacular selection of gravies that will allow you to make restaurant like food at home.
 Its Variants are;
SOUPS
Warm and hearty, our wide ranges of soups are the perfect
accompaniment to your main course.
NOODLES
Our unique spicy and slurp soupy noodles are available in your
all-time favorite masala flavor, with the goodness of vegetables.
KNOOR CUP-A-SOUPS
With the goodness and flavor of real vegetables packed into this instant mix of Knorr®
Cup-a-
Soups, in between meal hunger pangs are easy to beat.
KNOOR CHEF’S MASALA
Knorr brings to you 8 delicious Masalas which give your home-
cooked dishes that restaurant-like taste, aroma, color &
consistency.
KNOOR ROLLS & WRAPS MIX
Knorr brings to you 8 delicious Masalas which give your home-
cooked dishes that restaurant-like taste, aroma, color & consistency.

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 Home-care Brand
 Active Wheel detergent
 Cif Cream Cleaner
 Comfort fabric softeners
 Domex disinfectant/toilet cleaner
 Rin detergents and bleach
 Sunlight detergent and color care
 Surf Excel detergent and gentle wash
 Vim dish wash
 Magic – Water Save

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 Comfort:
Comfort is a special fabric 'conditioner' that cares for your clothes and gives them an unbeatable
shine and fragrance, that no detergent alone can deliver. It provides Long-lasting 14-day Freshness,
making clothes soft, smooth and great to wear Comfort's conditioning action offers many benefits
Such as:
 Long Lasting Fragrance: Clothes remain fresh and fragrant for up to 14 days after washing.
 Softness: Comfort smoothens the fibers, thereby providing
them with a rich softness that makes them a delight to wear.
 It is available in three variants:
 Comfort Blue: Morning Fresh
 Comfort Pink: Lily Fresh
 Comfort Green: With 99% Anti-bacterial action
 Cif Cream Lemon
The original cream with the unmistakable lemony scent.
You’ll be amazed at what you can rejuvenate with our
multipurpose Cif Cream Lemon. The millions of micro
particles contained in each drop will clean kitchens,
bathrooms and more, removing 100% of dirt* and
delivering beautiful shiny results again and again.
 Burnt-on food
 Tough dirt & scum

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 Tough grease
Make your ceramic, stainless steel, enamel, plastic and vitro-ceramic surfaces sparkle.
 Personal Care Brands:
 Aviance Beauty Solutions
 Axe deodorant and after shaving lotion and soap
 LEVER Ayush Therapy Ayurvedic health care and personal care products
 Breeze beauty soap
 Brylcreem hair cream and hair gel
 Clear anti-dandruff hair products
 Clinic Plus shampoo and oil
 Close up toothpaste.
 Dove skin cleansing & hair care range: bar, lotions, creams and anti-perspirant deodorants
 Denim shaving products
 Fair & Lovely skin-lightening products
 Hamam
 Indulekha Ayurvedic hair oil
 Lakmé beauty products and salons
 Lifebuoy soaps and hand wash range
 Liril 2000 soap
 Lux soap, body wash and deodorant
 Pears soap
 Pepsodent toothpaste
 Pond's talc and creams

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 Rexona soap
 Sunsilk shampoo
 Sure, Anti-perspirant.
 Vaseline petroleum jelly,
skin care lotions.
 TRES-emmé.
 `TIGI.
 AXE
Axe is a cool, iconic brand
launched in India in 1999 with Axe Deodorants. Axe in India has a variety of male grooming
products such as Axe deodorants, aftershave lotions, shaving creams & body perfumes. Our
mission is to help every man break away from the stereotypes set in everyone’s minds. In today’s day
and age there isn’t a single definition of masculinity, in fact every man today has his own identity and
we at Axe embrace the difference in each person. We listen, learn and grow with the changing times
and keep re-defining masculinity.

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 Lux
Believes that beauty doesn’t have to be about hard work, but rather, about pleasure. To bathe in
luxurious Lux daily is to come out feeling transformed, feeling on top of the world – inspiring every
woman to feel irresistible and confident in her own skin every day. Lux believes that beauty doesn’t
have to be about hard work, but rather, about pleasure. To bathe in luxurious Lux daily is to come
out feeling transformed, feeling on top of the world – inspiring every woman to feel irresistible and
confident in her own skin every day

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 Water Purifier Brand:
 Pureit Water Purifier.

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‘Detailed study on some of the HUL products’
1 Pureit: It’s the world’s most advanced range of in-home water purifiers. Pureit is
breakthrough innovation designed by Hindustan Unilever and it provides complete protection from
all water-borne diseases, unmatched convenience and affordability.
Unilever scientists have worked for many years to come up with a range of technological
breakthroughs that have led to the creation of ‘Pureit’ a unique offering by Unilever. Pureit breaks
through the barriers of convenience &
affordability by providing water that is as
safe as boiled water and ensuring
complete protection from water-borne
diseases.
The Pureit innovation addresses one of
the biggest technological challenges of
the century – that of making safe water accessible & affordable for millions.
Pureit provides 4 liters of “As safe as boiled” ™ water at a running cost of Rs 1 without the hassles
of boiling, without the need of electricity or a continuous tap water supply.
Pureit now has eight variants in its portfolio namely: Pureit Classic 23 liters, Pureit Classic 14
liters, Pureit Intella 12 liters, Pureit Classic Auto-fill 23 liters, Pureit Marvella
OGT, Pureit Marvella RO, Pureit Advanced and Pureit Marvella UV.

Hassan Saeed -35
2 Lipton: It has a range of teas that truly encompass the goodness of tea.
Lipton's essential ingredient comes from nature, the leaves of a plant – Tea. For over a century
Lipton has been bringing the benefits of this unique plant to people across the world. We want tea
to be continuously grown and harvested for the enjoyment of generations to come.
Lipton is the leading global tea brand and has been delivering quality for over 100 years. This
means that, at Lipton, the quality standard is kept uncompromisingly high.
Thus, Lipton brings tea lovers the freedom to choose
from a range of variants.
Lipton Yellow label - a traditional cup of strong tea.
Lipton Darjeeling Tea – The rare flavor of Darjeeling
long leaf tea. Picked from the high hills of northern
India, this superb single region tea from Lipton offers
a truly individual taste.
Lipton Green Tea -Brewed, unsweetened Green Tea being zero calories, serves as a refreshing
option for individuals looking for a healthier beverage option.
Lipton Ice Tea - A refreshing beverage with the natural goodness of tea available in two delicious
flavors’ – Lemon & Green Tea Lemon & Mint.

Hassan Saeed -36
3 Ponds: is not just about looking beautiful but also feeling beautiful; and understands the
significance of beauty as a harbinger of love in woman’s life. With a presence in over 56 countries,
Pond’s is a name synonymous with skin care for almost a century now. It has passionately led the
way in understanding a woman’s skin care and beauty needs. It has cut across age groups and skin
care requirements.
Today Pond’s has spread its wings to cover anti- ageing, skin lightening, oil-control, moisturising
and other skin requirements. In addition, each range within the portfolio offers diverse set of
options, which include day creams, night creams, serums, masks, eye treatments, facial foams and
more.
Key facts
 Brand Pond’s has been around since 1846
 Pond’s is a beauty brand that delivers beauty
transformation through revolutionary product innovations
making a real difference to women’s skin & the way they live their lives.
 Pond’s has Skin care products ranging from Skin cleansing to Skin lightening to Antiaging & many
more.

Hassan Saeed -37
4 Lifebuoy: An undisputed market leader for 117 years, has a compelling vision “to make 5
billion people across the world, feel safe and secure by meeting their personal care hygiene &
health needs”
Lifebuoy has journeyed from humble beginnings of being a chunky red bar of soap to an
evolved range of general and specialized products across formats, offering solutions in the health
and hygiene space.
Lifebouy has a strong social mission, promoted through its rural hygiene programme, Khushiyon
Ki Doli, which propagates the practice of hand washing with soap to reduce diarrheal deaths.
Lifebuoy is available in bar soaps, liquid hand wash, hand sanitizer and talc
Key facts
 World’s No. 1 Selling Germ Protection Soap
 Distribution across 50 lakhs + stores across the country
 Awarded the Bronze Global Effie for the ‘Superfast Hand wash’ campaign.

Hassan Saeed -38
5 BRU: It is India’s largest coffee brand that offers a range of coffee products. Its rich aroma
and unique blend makes every moment come alive. Ever since its inception, Bru has been on a
constant endeavor to bring better products and formats to the consumer with every passing year.
 BRU launches of Cappuccino in 2007, Bru pioneered the launch of instant coffee
premixes in India for the youth.
 In 2010, a premium filter coffee with a blend of 85% coffee and 15% chicory was
introduced under the brand name BRU Select.
 In 2011, BRU Lite, a light-tasting coffee with classic Mocha flavor, was launched for
people who avoid coffee because of its
bitter taste.
 In the same year BRU Exotica was
launched which is premium freeze dried
coffee sourced from some of the world’s
best coffee-producing regions like
Colombia, Brazil and Kilimanjaro. With
BRU Exotica, Bru brought in ‘the world’s finest coffee experience’ for the discerning
Indian consumer. Later, in the same year, BRU Gold - a 100% pure granulated coffee
with an uplifting aroma and superior taste - was launched.
Key Facts
 Number 1 Coffee brand in India
 Unilever's only Coffee brand
 Enjoys a rich heritage, came into existence in 1962

Hassan Saeed -39
6 Pepsodent: Pepsodent is a leading oral care brand with a wide range of products, benefitting
from Unilever’s long tradition of R&D in this field. In 2008 Pepsodent collaborated with the Indian
Dental Association (IDA) and the World Dental Association (FDI) to help educate school children
on the importance of regular brushing.
Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on
Oral Care solutions in India. Pepsodent has a range of toothpastes and toothbrushes that could take
care of specific oral care needs. Pepsodent toothpaste fights germs to protect teeth against cavities
and gives strong teeth, fresh breath and healthy gums.
Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and
sensitive teeth.
Key facts
 Endorsed by FDI (The largest dental association globally)
 Among the most trusted brands in India (Brand Equity, Economic Times, India)
 Also, sold as Mentadent, Zhonghua, PS and Signal in other countries

Hassan Saeed -40
HINDUSTAN UNILEVER LIMITED - Project Shakti
‘It means being able to educate her daughters'
Project Shakti is an initiative to financially empower rural women and create livelihood
opportunities for them. It provides a regular income stream for the Shakti entrepreneurs and their
families.
‘PROJECTSHAKTI”
Shakti is our initiative that combines social responsibility, sustainability, and business strategy.
India has more than 6,30,000 villages, most of these are 'hard to reach' and offer relatively lower
business potential. Hence, reaching them through the conventional distribution system is a
challenge. In 2000, we collaborated with Self-Help Groups (SHG) to extend our rural reach. We
partnered with the SHGs by offering them opportunities for business. By promoting micro-
enterprises, our initiative not only makes great business sense, but also has a deep social impact.
The business objective is to extend our direct reach into untapped markets and to build brands
through local influencers. The social objective is to provide sustainable livelihood opportunities
for underprivileged rural women. On an average, a Shakti entrepreneur earns INR 700 - 1000 a
month, and since most of them live below the poverty line, this earning is significant, often
doubling the household income. Shakti started with 17 women in two states. Today, it provides
livelihood enhancing opportunities to about 45,000 women in 15 Indian states and provides access
to quality products across 100,000+ villages and over 3 million household sever month. Project
Shakti contributes to 10% of rural turnover nationally. In most Shakti markets, we are dominant
and enjoy a market share which is qualitatively better as compared to non-Shakti markets.

Hassan Saeed -41
Shakti is not only a channel for increasing our reach, the Shakti entrepreneurs are also brand
ambassadors for all HUL brands in rural India.
Their relationship with consumers is forged by their home-to-home contacts, and goes a long way
in building brand loyalty. Our Shakti initiative can be described in many ways ± as a sales and
distribution initiative that delivers growth; a communication initiative that builds brands; micro-
enterprise initiative that creates livelihoods; and a social initiative that improves the standard of
life in rural India by providing quality products. What makes Shakti scalable and sustainable is the
fact that it contributes not only to our business, but also to the community it is a part of.

Hassan Saeed -42
Our Principles
Our priority is to be a successful business and that means investing for growth and balancing short
term and long term interests. It also means caring about our consumers, employees and
shareholders, our business partners and the world in which we live.
 Standard of Conduct
 Obeying the law
 Employees
 Consumers
 Shareholders
 Business Partner
 Community Involvement
 Public Activities
 The Environment
 Innovation
 Competition
 Business Integrity
 Conflicts of Interest.
 buying the law

Hassan Saeed -43
Our vision
Unilever is a unique company, with a proud history and a bright future. We have
A clear direction for us
Our purpose is to make sustainable living commonplace. We work to create a better future every
day, with brands and services that help people feel good, look good, and get more out of life.
we’re continuing to provide a range of products to suit a wealth of consumers. We’re also
strengthening our strong relationships in the emerging markets we believe will be significant for
our future growth. And by leveraging our global reach and inspiring people to take small, everyday
actions, we believe we can help make a big difference to the world.
 Our oral care brands Signal and Close-Up encourage children to brush their teeth day and
night for optimal dental health. We also partner the FDI World Dental Federation,
supporting oral health programmes around the world.
 Unilever also partners the World Food Programme and launched the Together for Child
Vitality initiative to bring our expertise in nutrition to children in some of the world’s
poorest countries.
 Close-Up toothpaste provides an affordable oral care solution for consumers in developing
markets, allowing them to take care of their dental health and closer with confidence.

Hassan Saeed -44
We meet every day needs for nutrition, hygiene and personal care with brands that help people
feel good, look good and get more out of life. Sustainability is at the heart of our business, and
through our brands, we seek to inspire people to take small everyday actions that can add up to a
big difference for the world.
To succeed also requires, we believe, the highest standards of corporate Behaviour towards
everyone we work with, the communities we touch, and the environment on which we have an
impact.

Hassan Saeed -45
Our leadership
Hindustan Unilever Limited is India's largest Fast Moving Consumer Goods (FMCG) company.
It is present in Home & Personal Care and Foods & Beverages categories. HUL has over 16,500
employees, including over 1500 managers
Mr. Harish Manwani Chairman
Mr. Harish Manwani (62) assumed charge as the Non-Executive Chairman of the Company with
effect from 1st July, 2005.

Hassan Saeed -46
Mr. Sanjiv Mehta Managing Director and CEO
Mr. Sanjiv Mehta (56) joined the Board of the Company in October 2013.
He is also the Executive Vice President for Unilever in South Asia and a
member of Unilever’s Global Market Executive.

Hassan Saeed -47
Mr. P. B. Balaji Executive Director, Finance and IT and Chief Financial
Officer
Mr. P. B. Balaji (46) joined the Company as a Management Trainee in
May 1993 and has worked in number of roles in finance and supply chain
over a period of 20 years.

Hassan Saeed -48
Mr. Pradeep Banerjee Executive Director, Supply Chain
Mr. Pradeep Banerjee (57) joined the Company as a Management Trainee in 1980.

Hassan Saeed -49
Ms. Kalpana Morparia, Independent Director
Ms. Kalpana Morparia (65) is the Chief Executive Officer of JP Morgan, India. Ms. Morparia leads
each of the firm’s lines of business – Corporate & Investment Banking and Asset Management.

Hassan Saeed -50
Mr. Dev Bajpai Executive Director, Legal and Company Secretary
Mr. Dev Bajpai (50) is a Fellow Member of the Institute of Company Secretaries of India and has
a law degree from University of Delhi.

Hassan Saeed -51
SUGGESTIONS AND RECOMMENDATIONS
As it is obvious from the study the products of HUL have approached the high-water mark of sale
in the global consumer market. However, there are genuine reasons to observe that they have yet
to attain the cutting-edge status on many counts. In this regard, a few suggestions can be made to
give the required boost to the marketing prospects of HUL products. These can be summed up as
follows:
 An attempt should be made by HUL management to tap all
the potentials offered by the global market by devoting a
more substantial, efficient and better equipped resource
base. This task can be accomplished in the first place by
implementing a stronger and more ending distribution
channel for various products so that even those sections of
consumers who are not accessible so easily, can be covered
with greater ease.
 Efficient infrastructural base coupled with better and more
comprehensive advertising strategies should be resorted
to; though HUL is presently surfing ahead of others on the
path of taking some great initiative sit should be more
concerned about it for corporate image building.

Hassan Saeed -52
 The price structure for various products should be more
within the limit of affordability for consumers; the
grassroots consideration in this regard should not be
ignored. Here, the policy of loco-centric rather than
uniform price structure would certainly be more
advantageous.
 HUL should go for more planned and sensible marketing
and advertising strategies with a view to accomplishing the
task of global brand image buildings.
 Hyper marketing and retailing network should get special
attention as vital components of HUL’s marketing policy

Hassan Saeed -53
CONCLUSION
Hindustan Unilever limited. Is a leading FMCG company in India and from last three consecutive
years has shown accelerated growth in FMCG portfolio. Customers in India are also spending
more in FMCG as their standard of living is growing. HUL has placed itself successfully in the
position of market leader in FMCG products. Though there was some downfall in sales and profit
of the company in the beginning of this decade but after that HUL has shown considerable rise in
both sales and profit. The future of the company is also looking bright as FMCG market in India
is still expanding and so we can safely conclude that HUL will be able to secure its number one
position in FMCG product.
An attempt should be made by HUL management to tap all the potentials offered by the global
market by devoting a more substantial, efficient and better equipped resource base. This task can
be accomplished in the first place by implementing a stronger and more ending distribution
channel for various products so that even those sections of consumers who are not accessible so
easily, can be covered with greater ease.
HUL has also started project SHAKTI that has provided it direct reach to rural market. This may
be considered a revolutionary step since the urban market is reaching its saturation level and there
is a huge scope exploring rural market. This will also be helpful not only increasing its market
share but also fight competition.

Hassan Saeed -54
Annexure
Survey On “Hindustan Unilever Limited”
Please Answer the Following Questions in The Spaces Provided. These Questions Are Based on
Marketing Methods and Strategies “Hindustan Unilever Limited”
PERSONAL INFO:
Email address …………………
Name …………………
Occupation …………………
Age …………………
Phone no …………………
QUES:1 Do you use HUL products?
A. Yes
B. No
QUES: 2 Do you think advertising affects the sales figures of the company?
ANS: 1 Strongly agree
2 Agree
3 Neutral
4 Disagree

Hassan Saeed -55
QUES:3 Do attractive packaging enables customers to buy a product?
2 Agree
3 Neutral
4 Disagree
QUES:4 Are small Packs of FMCG products more in demand in comparison
to bigger packs in rural areas?
2 Agree
3 Neutral
4 Disagree
QUES:5 Does a change in price of a product affect consumers' preference?
2 Agree
3 Neutral
4 Disagree
QUES:6 What influence you to buy a brand?
ANS: 1 Attractive packaging
2 Shop display & Advertising
3 Word of mouth
4 Any other (Please specify) ……………….
…………………………………………………

Hassan Saeed -56
QUES:7 How did you get to know about HUL products?
ANS: 1 TV
2 Internet
3 Word of mouth
4 Print
5 Other
QUES: 8 Do you require demo for any product?
ANS: 1 Yes
2 No
3 Maybe
QUES: 9 How did you come to know about the HUL product?
ANS: 1 Television
2 Magazine
3 Newspaper
4 Family and friends
5 Hoarding
6 Any other (please specify) ……………………………………….
QUES: 10 Are these products belongs to HUL? LUX, REXONA, LAKME,
VASELINE, DOVE, CLOSE-UP, KWALITY WALLS, DOMEX, PURE-IT.
ANS: 1 Yes
2 No
3 Maybe

Hassan Saeed -57
QUES: 11 Have you ever use ponds? A product from HUL from personal
care category. State your opinion
ANS: ……………………………………………………………….
…………………………………………………………………….
QUES: 12 Have you ever use the "Personal care" products from HUL? pls
mention.
ANS: ……………………………………………………………….
…………………………………………………………………….
QUES: 13 What do you think about BRU coffee is different from another
coffee brand?
ANS: ……………………………………………………………….
…………………………………………………………………….
QUES:14 Which brand of FMCG product do you use?
ANS: 1 HUL
2 ITC
3 PNG
4 OTHER
QUES:15 Which Hindustan Unilever's product you prefer or use?
ANS:1 Bathing soap
2 Skin care
3 Food
4 Deodorants
5 Others

Hassan Saeed -58
QUES:16 Describe Hindustan Unilever in one word?
ANS: ………………………………………………
…………………………………………………….
QUES:17 Your comment on Hindustan Unilever's product?
ANS: ………………………………………………
…………………………………………………….

Hassan Saeed -59
BIBLIOGRAPHY
BOOKS REFERRED:
Several books are consulted to prepare project report.
Ashish Banerjee, Principle of economics
Himalaya Publishing House,
C.R. Kothari, Research Methodology
New Age International Publisher
REFERRALS WEBSITE:
To make this project we have taken the help of the following websites & books:
 www.hul.co.in
 www.wikipedia.com
 www.scribd.com
 http://www.itcportal.com/
 https://www.slideshare.net

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